Google analytics is used to track the website activity of the users such as session duration, pages per session, bounce rate etc. along with the information on the source of the traffic. It can be integrated with Google Ads, with which users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. Google Analytics’ approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed on the website and their geographical position. It also provides more advanced features, including custom visitor segmentation. Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports shows a site’s transactions, revenue, and many other commerce-related metrics.
On September 29, 2011, Google Analytics launched Real Time analytics, enabling a user to have insight about visitors currently on the site. A user can have 100 site profiles. Each profile generally corresponds to one website. It is limited to sites which have traffic of fewer than 5 million page views per month (roughly 2 page views per second) unless the site is linked to an Ad campaign. Google Analytics includes Google Website Optimizer, re branded as Google Analytics Content Experiments. Google Analytics’ Cohort analysis helps in understanding the behavior of component groups of users apart from your user population. It is beneficial to marketers and analysts for successful implementation of a marketing strategy.